Jaguar Land Rover has rebranded to JLR with a new corporate brand identity as part of its move to become a “truly modern luxury business”.
The move is the next step in its Reimagine strategy and will also see it becoming a House of Brands organisation, comprising the Range Rover, Defender, Discovery and Jaguar brands.
JLR hopes that the new structure will remove ambiguity and highlight the unique DNA of each of its brands, while also accelerating the delivery of the company’s ‘modern luxury’ vision, which it says embodies “elegance, modernity and the company’s forward-thinking essence”.
Chief creative officer, professor Gerry McGovern OBE, described the Jaguar Land Rover rebrand as “the next chapter of our Reimagine journey to become a truly modern luxury business”.
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He added that: “The new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands.”
The new look branding features a descending J to add elegance, while a lighter weight emblem illustrates the “step change to refinement and modernity”.
However, as a world-renowned and important heritage mark, the classic Land Rover branding will remain a key part of the company’s identity. It will continue to be used on vehicles, websites, social media and retail sites, underpinning the world-class Range Rover, Defender and Discovery brands.
“Today is an exciting day as we unveil a new identity for our company as part of our House of Brands approach,” added CEO Adrian Mardell.
“I’m confident this perfectly illustrates JLR’s ambition in the modern luxury space.”
